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England legend Paul Scholes says Luis Suarez has embarrassed his club, country and family by biting Italy's Giorgio Chiellini.

Controversial Uruguay striker Suarez faces a lengthy ban from Fifa after appearing to sink his teeth into Chiellini's shoulder during Monday night's Group D clash.

It initially looked as though Suarez had tried to head-butt the Italy defender as the pair tussled in the Italy penalty area, with the score 0-0 and Uruguay 12 minutes from going out of this World Cup.

TV replays showed Suarez's had bitten Chiellini, while the Italian confirmed he had been bitten, pulling down his shirt to reveal fresh teethmarks in his skin.

This is the THIRD time Suarez has bitten an opponent , following an episode in Holland when he was playing for Ajax, and the infamous April 2013 incident with Chelsea's Branislav Ivanovic, for which the Anfield forward received a 10-match ban.

Writing about the incident on his Paddy Power blog, Scholes said Suarez had "embarrassed his club, country and family."

"He will feel terrible tonight, and the entire incident is such a shame because he’s a tremendous player.

"But people will remember Suarez now for his biting antics at this World Cup rather than his supreme footballing ability."

Scholes said banning the Liverpool player for the rest of the World Cup was not enough.